Tendulkar dons a new colour with apparel brand True Blue

"They worked everything around that, taking my ideas. The collection is subtle but still has its own way of making a loud statement. So it’s a nice blend of both," Sachin says.Gaurav Laghate | ET Bureau | March 23, 2016, 08:51 IST

For over two decades, Tendulkar had been one of the most bankable celebrities in the country, helping build TVS, Aviva, Adidas and Pepsi among others.In the lead up to Sachin Tendulkar’s retirement one of the questions that many marketing and ad folk couldn’t help but ask was about the impact this would have on his brand endorsements.

For over two decades, Tendulkar had been one of the most bankable celebrities in the country, helping build TVS, Aviva, Adidas and Pepsi among others. Unlike Bollywood’s biggest actors who seemingly come with no expiration date attached, it was strongly believed that retirement would mark India’s greatest cricketer’s proverbial ride into the sunset.

However those who were busy writing Tendulkar off have another thing coming. His latest venture is a premium menswear apparel brand named True Blue created via a joint venture with Arvind Fashion Brands. Speaking to Brand Equity, Tendulkar says, "This stage is about building partnerships. I am extremely proud and honoured to be with a brand formed in 1931 (Arvind), which has over 85 years of experience."

Entrepreneurship is not new to Tendulkar; his business interests include Kerala Blasters, the Kochibased Indian Super League (ISL) franchise, travel portal Musafir, sports simulation venture Smaaash and celebrity merchandise and brand extension firm Universal Collectabilia. While he remains the richest cricketer in India, some of his past partnerships have not proved very fruitful. Experts believe that he may have been slightly ahead of the times with his earlier ventures. "One needs to invest time for a business to be successful and perhaps, that’s something that Sachin lacked when he tried his earlier ventures," says Indranil Das Blah, partner at CAA KWAN "The things I couldn’t do earlier as the commitment was different, I am doing after retirement," accepts Tendulkar. He believes this venture is a way of giving back to India. He explains, "India has given me everything. Whatever I am in life is because of our country." The same philosophy will reflect in the apparel.

Tendulkar explains that True Blue is about creating what India is known for. "They (Arvind) have figured out what my taste and liking is and what I like to wear for various occasions. They worked everything around that, taking my ideas. The collection is subtle but still has its own way of making a loud statement. So it’s a nice blend of both."

He adds that normally people tend to think that the best clothing comes from abroad, not knowing that it is often manufactured in India and merely labelled there under various brands. The aim is to try and flip that.

Being part of a brand for Sachin means, there has to be a purpose in the manner it will contribute to society. "There has to be a history; or I should believe in the brand and then it works," he says. Asked if he’s cut down on endorsements, the veteran replies he has just been selective. "I don’t lend my name to a brand just like that. I have stayed away intentionally from certain brands and I would continue doing that. I have never been associated with tobacco and alcohol though the offers came with big numbers."

Vinit Karnik, business head at ESP Properties, a GroupM company, agrees that Tendulkar’s image is the way it was 20 years back from the consumer standpoint. "There will always be people willing to pay him. In the last 24 years, we haven’t seen a single negativity around him," he says. However, there is also pressure on him to take care of his brand.

It’s because sports people and brands have traditionally been uneasy bedfellows with any controversy resulting in the latter quickly severing ties with their endorser. While Sachin has a clean image and spotless career, there were times when his form was bad and brands were being conscious. Which perhaps makes an arrangement where partnerships are forged and the star has an actual stake in the firm a better deal, since the sportsperson will have a sense of ownership.

Hiren Pandit, COO at sports marketing and infrastructure company SE TransStadia, believes that at this juncture, it is better for Tendulkar to take up a stake for his association. "In a way, he will give longevity to the brand. However, he should be careful in deciding whether to take stake, or just be a brand ambassador. The brand has to portray his mature image. Now he can’t be shown playing cricket."

Master Blaster On...

Why True Blue?: We felt that cricket was one factor as I keep talking about being blue and the Indian team is blue. Also because it’s a semi sporty young brand. We felt that it was a nice name to go with.

On being selective: I have been selective as always. I don’t lend my name to just any brand. There has to be a history behind the brand or I should believe in it. There has to be a purpose in what manner it is going to contribute to society. I have intentionally stayed away from certain brands and I would continue doing that. I have never been associated with tobacco and alcohol category though the offers came with big numbers. Certain things just don’t happen with me.

Evolution of brand Sachin: There have been different partnerships I have been involved in and this is a different phase of my life. I have completed more than 25 years promoting various brands. That was the first time I signed a brand and started exploring something that was completely new to me. I am very comfortable now and I enjoy it. This stage is about building partnerships and it is an interesting phase of my life.

Batting ‘True Blue’ with Arvind

Aiming to open 25-30 stores, True Blue is eyeing a revenue of `200-300 crore in 5 years. The first set of stores is slated to launch around mid May 2016 in Mumbai (High Street Phoenix) and Bengaluru (Brigade Road).

The main target group will be male aged 28 and above with apparel priced at between Rs 1200 and Rs 3500. The range includes T-shirts, Shirts, Denims and a premium range including evening wear jackets that go up to Rs 8000. In the future, more categories like accessories, footwear, belts etc will be added.

Once the business is established in India, Arvind also has plans to go global. "But getting the right product and retail identity is most important," Puneet Jain, chief operating officer at Arvind Fashion Brands says.